The findings presented here are the result of a socio-anthropological research conducted in a rural mountain area in the Community of Castilla and León in Spain, specifically in the "Segovia Guadarrama". The research methodology applied in this analysis is based on document analysis and open-ended interviews with informants about traditions. A total of 15 interviews were conducted. My main objective was to analyse, from a sociological and anthropological perspective, the cultural ambiguity of the concept of "new rurality". The main conclusions are that the informants interviewed nostalgically remember a cultural past of traditions that are in danger of extinction, without identifying themselves with the so-called "new rurality". This can be interpreted as an ambiguous effect of "cultural hybridization".